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Engage! : the complete guide for brands and businesses to build, cultivate, and
Solis, Brian.
Adult Nonfiction HF5415.1265 .S65 2010

Comments  Summary  Contents  Author Notes

ContentsPage
Forewordp. ix
Prefacep. xi
Introduction: Welcome to the Revolutionp. xiii
Part I - The New Reality of Marketing and Customer Service
Chapter 1 - The Social Media Manifesto: Engage or Diep. 3
Chapter 2 - The Case for Socializing Media, by the Numbersp. 17
Part II - Forever Students of New Media
Chapter 3 - The New Media University: Social Media 101p. 33
Chapter 4 - The New Media University: Social Media 201p. 40
Chapter 5 - The New Media University: Social Media 202p. 52
Chapter 6 - The New Media University: Social Media 203p. 62
Chapter 7 - The New Media University: Social Media 301p. 73
Chapter 8 - The New Media University: Social Media 302p. 82
Chapter 9 - The New Media University: Social Media 303p. 95
Chapter 10 - The New Media University: Social Media 401p. 104
Chapter 11 - The New Media University: Social Media 402p. 113
Chapter 12 - The New Media University: Social Media 403p. 128
Chapter 13 - The New Media University: MBA Program-First Yearp. 138
Chapter 14 - The New Media University: MBA Program-Second Yearp. 152
Part III - Brand Representative Versus the Brand You
Chapter 15 - Fusing the "Me" in Social Media and the "We" in the Social Webp. 163
Chapter 16 - Learning and Experimentation Lead to Experiencep. 173
Part IV - We are the Champions
Chapter 17 - Defining the Rules of Engagementp. 181
Chapter 18 - The Conversation Prism: How to Listenp. 206
Chapter 19 - Unveiling the New Influencersp. 228
Part V - The Social Architect: Developing a Blueprint for New Marketing
Chapter 20 - The Human Networkp. 243
Chapter 21 - The Social Marketing Compass: Creating a Social Media Planp. 268
Chapter 22 - Divide and Conquer: Building Marketing and Service Teams Around Social Media Programsp. 281
Part VI - A Little Less Conversation, a Little More Action: Rising Above the Noise
Chapter 23 - A Tale of Two Cities: Social CRM and Relationship Managementp. 297
Chapter 24 - The Contrast between Earned and Paid: When Paying for Friends Makes Centsp. 312
Chapter 25 - The New Media Scorecard: Measuring Investment Returnsp. 321
Conclusionp. 347
Glossaryp. 349
Notesp. 357
Indexp. 371


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